Household Products

(India) Ltd

Concept Development and Testing

The concept was to launch a toilet soap in the high price
sector with jasmine fragrance and made from pure vegetable
oils
Concept testing was done with 2 products containing 2
different perfumes and the competition product. The testing
was done to select one of the two perfumes. According to the
responses of the consumers 1 experimental perfume was
significantly preferred over the other and also over the
competitive brand. But the difference was not much between
the two

Sales Data of Sehra

500
450
400
350
300

250
200

Hyderabad

150

Indore

100
50

Product Development
In household product (d) a consumer survey was done.
According to the preliminary results of the consumer survey
the perfume of Sehra was considered weaker than Jaimala.
But the product testing revealed that the consumers slightly
preferred the perfume of Sehra over Jaimala

Market Testing
According to the preliminary results of the consumer survey,
not many respondents believed in the claim of made from
pure vegetable oils
The company could gain more consumers by emphasizing on
the fact that other brands are using animal fats in their soaps
The company thought that Indore would appeal more to the
brand as compared to Hyderabad, but the result showed
otherwise
From Exhibit 6, it can be observed that Sehra gain was from
the low priced cosmetic brands Beauty Queen and Glow

National Launch
The decision on extension was dependent upon whether the
brand would position itself in the premium price sector and
create a distinct image of a luxury soap. But from exhibit 6 we
observe that Sehra gained most of its share from the low price
brands like Beauty Queen and Glow.

Place

Repeat Rate

Indore

30%

Hyderabad

20%

Also the repeat buying rates in the two towns was low
showing that customers who purchased the product once
didnt like to purchase the product again

Market Share in Hyderabad

18
16
14
12
10
8
6
4
2
0

Sehra
Jaimala

Market Share in Indore

16
14

12
10
8
6

Sehra

Jaimala

2
0

 In the high price sector, the market share of Sehra, according

to the retail shop audit, were less than half of the shares
enjoyed by Jaimala
Hence ,we would suggest not to go for the national launch and
go back to the product development stage